Review by region
Greece Successful introduction of our Greek beer brand Alfa
The Greek beer market showed a slight fall. Athenian Brewery retained its leadership position.
A shift occurred from sales of international beers to traditional Greek beers. The introduction of our
beer brand Alfa in this segment tied in with this development and so went well. Sales volume of the
main beer brand Amstel rose. Heineken fell slightly, in line with the market. Despite higher costs for
packaging materials and energy profitability remained on the 1999 level.
The export of beer to neighbouring countries increased, especially to Albania. Sales volume of loli
mineral water rose.
The replacement of all 33 cl bottles and crates for Heineken and Amstel was completed and at the
end of the year a start was made on replacing the Amstel 50 cl bottles. Further, investment was
made in improving the efficiency of the three breweries and the mineral water facility.
Ireland Growth of lagers favourable for Heineken
The beer market in Ireland was at the same level as the preceding year. Lager grew at the expense
of stout and ale. The shift in beer consumption from on-premise to off-premise continues, but the
on-premise share remains very high.
The sales of Murphy Brewery Ireland were in line with the market, and its profitability remained on
the ïggg level. The brewery put a second keg filling line into operation. Sales volume of Heineken
beer remained stable, while Murphy's Irish Stout and Amstel fell slightly. Coors Light, which is brew
ed under licence, performed well.
The new Heineken advertising campaign based on the slogan 'The last word in beer' met with
a positive reception. The prestigious Murphy's Irish Open golf championship had a strong field of
players, which ensured large crowds and large TV audiences.
Switzerland Growth of Heineken in a turbulent market
The Swiss beer market displayed a continuing downward trend. The sale of its brewery interests by
Switzerland's market leader caused much unrest, which went hand in hand with unusually high dis
counts. This put pressure on the beer industry's margins. Nonetheless, the profitability of our brew
ery Heineken Beverages Switzerland (formerly Calanda Haldengut) improved considerably.
In spite of the turbulent market Heineken Beverages Switzerland managed to increase sales
volume of Heineken beer. Sales of the specialty beers carried also increased. Sponsoring of the
Montreux Jazz Festival and a new advertising campaign entitled 'Sounds good Heineken' further
reinforced the strength of the brand. The Calanda and Haldengut brands retained their market
share. Sales volume of the private labels produced decreased.
Poland Integration proceeding to plan
The Zywiec Group came into being in late 1998 as a result of the merger of four different brewing
groups, Zywiec, Elbrewery, Warka and Lezasjk. Immediately following the takeovers a start was
made on implementing a programme of integration and improvement that would take approximate
ly three years. Many of the activities were undertaken in order to create from the original four
brewing groups an integrated, professional organization with a common corporate culture. In 2000
Zywiec made good progress with the integration and modernization of the various breweries, build
ing up its own distribution network and improving its cost structure.
The acquisition of beverage wholesalers was completed and their transformation into a profes
sional, integrated distribution network is making steady progress.
For the key brands Zywiec, EB, Warka, Lezajsk and Specjal, attractive, modern returnable bottles
HEINEKEN N.V. ANNUAL REPORT 2000